Cliffe, Neil (2013) Sugar industry prototype animation (machinima) evaluation report. Project Report. University of Southern Queensland , Toowoomba, Australia. [Report]
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Abstract
Overall Findings
• Initial response to the machinima by most interviewees was generally positive except for a minority view which would have preferred the use of real actors rather than animated characters.
• Most interviewees were able to identify readily with the characters and setting depicted in the video, and relate the animation to an attempt to replicate a meeting of farmers or other sugar industry stakeholders on a cane farm.
• The length and pace of the video were appropriate.
• Key messages identified by respondents were generally consistent with the informational objectives of the script developed for the machinima except for the lack of clarity about the link to the current climate forecast.
• The target demographic for this product may currently not attract interest from farmers who have a higher level of understanding of climate and production risk.
• Improvements to the machinima graphics would significantly improve the visual appeal of the video for viewers.
• Comments across stakeholder groups indicated that the machinima could be a useful tool to support discussion in the context of climate risk as well as other topical industry issues.
• Development of SMS or Apps as delivery platforms bringing weather and climate data together, customised for the sugar industry would be an asset to the industry.
Summary Recommendations
• Improve the machinima graphics quality.
• Refine machinima setting and characters based on respondent feedback including consideration of an explanation for the use of animated characters rather than real actors.
• Develop and refine an understanding of the target demographic for this product.
• Develop a more explicit and seamless link to the current climate forecast within the machinima.
• Develop further machinima with discussions about other production issues.
• Develop an SMS or App to deliver a refined climate information product and machinima for the end user through further consultation with industry.
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